“There is potential for energy drinks brands such as Red Bull or Monster to enter the super-concentrate market. These brands are likely to hold more resonance among young consumers than more family-oriented brands such as Robinsons.”

– Emma Clifford, Senior Food Analyst

This report covers the following issues:

Cordial and squash brands can look to added functionality to boost their appeal

New packaging designs could shake up the squashes/cordials market

Cordials should expand their ranges to tap the on-trade market more effectively

The performance of the cordials and squashes market is influenced by the weather, as with many other soft drinks categories. Following the washout summer of 2012, the exceptionally hot, dry summer of 2013 saw the market value return to growth, albeit by just 1% year on year. However, value sales of cordials and squashes are expected to fall by 2% year on year to £724 million in 2014.

One of the key trends impacting the market in the last year has been the emergence of super-concentrates, with a handful of big-hitting brands now operating in this space. Pocket-sized and designed to be easy to use anytime and anywhere, these mine the on the go trend, which is evident in many areas of the food and drink industry.

While health concerns are nothing new, the sugar debate escalated in 2014 and put this issue firmly in the media spotlight. While this debate is damaging to standard squash, scepticism over the artificial sweeteners in low-sugar variants means these are not seen as a clear-cut healthier option. This has created sizeable demand for squashes made using natural sweeteners, with seven in 10 users expressing an interest in such products.

For the purposes of this report, Mintel has defined the market for squashes and cordials in the following two ways:

A standard squash is typically a drink requiring dilution in the ratio one part concentrate to four parts water, whereas a double concentrate dilutes in a one-to-eight ratio.

Cordials tend to have a thicker consistency than squashes and require more water to dilute, typically with a ratio of one to 10. They tend to contain no preservatives, and often require chilled storage once opened. Brands include Bottlegreen and Belvoir.

However, this report analyses squashes/cordials together, across the UK market, which is divided into two main channels:

Take-home includes sales through all supermarkets/shops where the cordial/squash is bought concentrated and has to be diluted to taste off-premise.

On-premise refers to when squash/cordial is bought diluted ready to drink at pubs, bars and restaurants/cafés.

Value figures are at RSP (Retail Sale Price), ie not that of wholesalers, and therefore include VAT.

Volume figures are in litres. Due to the arrival en masse of double-concentrate variants from 2008 onwards, and super-concentrated squash in 2013 and 2014, these figures can paint a confusingly negative picture of volumes. The switch to more concentrated variants has seen volume sales decline, while the higher dilution ratio of these allows the consumer to make a higher number of servings per bottle.

Juice drinks which are defined as ready to drink (RTD), including ones that carry the same brand names as cordial and squashes, eg Ribena, are excluded from the market size.

What's included

Some of our clients

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

* This is a sample representation of the report layout and does not reflect the research included in this report.

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Ribena is generally most spoken about, particularly in first half of period

Activity around launch of Squash’d provides boost in mentions

Robinsons also utilises tennis sponsorship

Bottlegreen ties in sponsorship with Twitter activity

Topics of discussion

Figure 32: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014

Flavours mentioned as reference point

Consumers more likely to talk about something unusual

Sugar and sweeteners are not a key topic for online consumers

Where discussion occurs

Figure 33: Where conversation occurs, by type of webpage, 28 July 2013-2 August 2014

Figure 34: Where conversation occurs, by type of webpage, by brand, 28 July 2013-2 August 2014

Analysis by brand

Ribena

Figure 35: Topic cloud around mentions of Ribena, 28 July 2013-2 August 2014

Vimto

Figure 36: Topic cloud around mentions of Vimto, 28 July 2013-2 August 2014

Robinsons

Figure 37: Topic cloud around mentions of Robinsons, 28 July 2013-2 August 2014

Bottlegreen

Figure 38: Topic cloud around mentions of Bottlegreen, 28 July 2013-2 August 2014

Jucee

The Consumer – Usage of Cordials and Squashes

Key points

Squashes enjoy high penetration

Figure 39: Overall usage of squashes and cordials, June 2014

Figure 40: Frequency of usage of squashes and cordials, June 2014

Under-35s are the core users of squash and cordial

Figure 41: Usage of squash and cordial, by gender and age, June 2014

One in five have used super-concentrated squash

The Consumer – Interest in Different Types of Squash/Cordial Products

Key points

Notable interest in squashes/cordials with natural sweeteners

Figure 42: Interest in different types of squash/cordial product, June 2014

Figure 43: Consumers willing to pay more for squash/cordials containing natural, sugar-free sweeteners, squash that has the same benefits as an energy drink and squash that has the same benefits as a sports drink, by age, June 2014

Energy-boosting squash appeals to the younger generation

Opportunities for mood-focused cordials

Packaging innovation potential

The Consumer – Attitudes Towards Cordials and Squashes

Key points

Interest in a wider variety of squashes/cordials in the foodservice arena

Figure 44: Attitudes towards cordials and squashes, June 2014

16-24s most likely to get bored with the same flavour

Interest in customisation

The Consumer – Further Attitudes Towards Squashes and Cordials

Key points

Squashes are seen to help with hydration

Figure 45: Further attitudes towards cordials and squashes, June 2014

Widespread health concerns

Parents are concerned about children developing a sweet tooth

Appendix – Market Size and Segmentation

Figure 46: Best- and worst-case forecasts for the cordials and squashes market, by value, 2014-19

Figure 47: Best- and worst-case forecasts for the cordials and squashes market, by volume, 2014-19

Appendix – Brand Advertising, Perceptions and Social Media

Figure 48: Brand usage, July 2014

Figure 49: Brand commitment, July 2014

Figure 50: Brand commitment, July 2014

Figure 51: Brand diversity, July 2014

Figure 52: Brand satisfaction, July 2014

Figure 53: Brand recommendation, July 2014

Figure 54: Brand attitude, July 2014

Figure 55: Brand image – Macro image, July 2014

Figure 56: Brand image – Micro image, July 2014

Figure 57: Share of conversation of selected cordial and squash brands, 28 July 2013-2 August 2014

Figure 58: Topics of discussion around selected cordial and squash brands, 28 July 2013-2 August 2014

Appendix – The Consumer – Usage of Cordials and Squashes

Figure 59: Frequency of usage of squashes and cordials, June 2014

Figure 60: Usage of any squash/cordial, squash, cordial, by demographics, June 2014

Figure 61: Frequency of usage of squashes and cordials – Standard squash, by demographics, June 2014

Figure 62: Frequency of usage of squashes and cordials – Double-concentrate squash, by demographics, June 2014

Figure 63: Frequency of usage of squashes and cordials – High-juice squash, by demographics, June 2014

Figure 64: Frequency of usage of squashes and cordials – Squash with added vitamins/minerals, by demographics, June 2014

Figure 65: Frequency of usage of squashes and cordials – Standard cordial, by demographics, June 2014

Figure 66: Frequency of usage of squashes and cordials – Premium cordial, by demographics, June 2014

Figure 67: Frequency of usage of squashes and cordials – Fruit and barley water, by demographics, June 2014

Figure 68: Frequency of usage of squashes and cordials – Low/no-calorie squash, by demographics, June 2014